We love a great guerilla marketing promotion. There’s something so clever about reaching out to an audience when they least expect it. It’s a guaranteed way to engage the target market and create hype for a product or offering, and it never goes unnoticed. Guerilla marketing has that unmistakable element of surprise that gets people talking about the brand.

For hungry Brits, that element of surprise involved free bagels.

The New York Bakery Co., a U.K.-based bakery that aims “to make good bagels. Just like the ones you get in NYC,” dug up some research revealing that many Brits are simply too busy to pause for lunch.

It’s solution to the country’s fast-paced lifestyle? A clever guerilla marketing promotion using arcade-style custom games that dispense bagels.

These “Bagel Grabbers” were set up in London’s bustling Hoxton Square and Shoreditch district to dispense bagel goodness around the clock. Way cooler than a vending machine, these custom games let users play for their logo imprinted food. People could maneuver the grabbing arm to try to get their preferred bagel flavor: cinnamon raisin, plain or sesame.

Each bagel was individually wrapped and sealed with a logo sticker to keep it fresh. What a smart way to target the masses and solve their mealtime dilemmas.

This guerilla marketing promotion puts a whole new spin on grabbing a quick bite to eat. We love it, New York Bakery Co. And we’re honored that you’re modeling your bagels after those found in our great city.

Promo know-how tip: Guerilla marketing promotions are a great way to solve an immediate need. Is your audience hungry, thirsty, tired, cold? Save the day (while promoting your brand) by using promotional items in a guerilla marketing campaign.